The latest release of the Marvel Comic-based movie, “The Avengers”, over the past weekend saw its advertising promotional partners spend $1.84 million in brand value product placement and integration during the film.

According to Front Row Analytics, which conducts product placement analyses for TV, film broadcasts, venue naming rights and sporting/entertainment events, said this figure is the approximate amount of combined product equivalent brand value spent during the opening weekend of the film in the U.S.

The film grossed $80.5 million in opening day. The Marvel Studios’ movie, distributed and marketed through Walt Disney (News - Alert), also added another $30 million from international debuts in both Russia and China.

The movie is said to have grossed over $415 million; it has made back its $220 million production budget.

The movie assembles a team of superheroes in an effort to protect the world from disaster. This peacekeeping agency includes A-list actors like Samuel L. Jackson, Robert Downey Jr. and Scarlett Johansson.

Walt Disney’s right to market and release the movie were bought in 2010 in a deal by Marvel to sell off its remaining two movie projects as part of its 6-picture distribution deal with Paramount Pictures (News - Alert).

Disney retains the majority of the profits which Disney desperately needed after the $200 million write-down on “John Carter” and Chairman’s Rick Ross ousting. According to statistics, the movie debut soared beyond expectations and saw it surpass the previous record holder of the highest U.S. debuts ever, “Harry Potter and the Deathly Hallows – Part 2.”

Product placements within the movie include the use of Acura vehicles for S.H.I.E.L.D. Agents and Tony Stark. Bose headphones and Oracle (News - Alert) engineered systems are also shown in the opening scene. Other brand placements include Southwest Airlines, Dr. Pepper, MAC Cosmetics and other brand partners.